Building the brand behind the bar

Health Warrior made waves on the nutrition bar shelf with their original chia bar. But by 2015, this strong product over-shadowed the brand itself. “Chia Bar” was a success—but Health Warrior remained relatively unknown, limiting their opportunities for growth. The brand needed to stand for something more than just chia.

Through insight and foresight work, we learned that consumers’ view of nutrition was evolving. Healthy food was no longer just about looking good or staying well—it was about powering our entire wellbeing, along with the planet’s. This aligned perfectly with the purpose-driven origins of Health Warrior.

from healthy seeds
to seeding momentum

We created a new positioning, “Power the Positive,” to capture Health Warrior’s bold, purposeful role and spirit. We redesigned the packaging to more proudly showcase our brand name. We also chose to highlight and contextualize our warrior, Max, to inspire everyday warriors on their health journey. 

This evolution allowed the brand to reclaim their name and deepen their purpose. Health Warrior sold to Pepsi in 2018 and continues to seed positive momentum across the country.

What we did: Consumer Insights, Foresight Analysis, Brand Positioning, Logo and Identity System, Packaging Design